January 01, 2009

CV/Resume

Greg Ogarrio

Senior Integrated Marketing and eCommerce Professional
San Francisco, California

E-MAIL: [email protected]. WEB: Facebook, Twitter, LinkedIn 

Summary 

A tenacious, "get things done" 15-year integrated high-tech software marketing lieutenant with B2B/B2C demand generation, eCommerce, online and direct expertise who delivers the numbers quarter after quarter.

A former journalist, I am a meticulous, hands-on content and promotions creator for Web, Social Media, SEM, SEO and email. A marketer by trade, I am equally at home collaborating with software engineers to optimize eCommerce processes (cart, upselling, check-out), graphic designers to create and polish Web assets (HTML email, home pages, SEM banners), interactive agencies to leverage corporate positioning for product launches and Direct Sales teams to help hit bookings goals.

Core Competencies

  • Demand generation, online customer acquisition, conversion and retention for B2B, B2C and Affiliate audiences.
  • Global eCommerce management, optimization, analytics, forecasting.
  • Direct email marketing and promotion strategy.
  • Content creation and design management.
  • Social media
  • Operations and Systems: Salesforce/NetSuite (CRM, revenue reporting), Digital River (eCommerce platform), Fireclick (Web analytics), OneNetworkDirect/LinkShare (affiliate), Marketo (marketing automation), Lyris List Manager (email deployment)

"Greg is a well-rounded direct marketer who commands response with brilliant offers in perfectly comprehensible packages. As a colleague and a peer, I fully appreciate Greg's capacity to execute under pressure and his ability to write compelling copy on the fly. If I were setting up a marketing department today, Greg would be my first hire. I recommend him without reservation."

—Cynde Ahart Wood, Acting Marketing Director, Upside Media

Career Highlights 

SENIOR MANAGER DEMAND GENERATION| HUMANCONCEPTS, 2011-Present

Key Accomplishments

  • Contributed to annual $12-$14 million in bookings for HumanConcepts business, generating $2-$4 million in quarterly opportunities.
  • Overhauled, rewrote and deployed corporate HumanConcepts Suite Nurture Path, nurturing inbound leads from PPC campaigns, organic traffic, webinars and events.
  • Quadrupled Twitter followers, instituted company-wide Social program on LinkedIn.
  • Helped integrate and QA Marketo with Salesforce systems during migration from HumanConcepts to Saba Software instances.
  • Launched weekly outbound direct email campaigns, e-newsletters.

Responsibilities

  • Demand Generation. Manage campaigns, creative, messaging/positioning and budgets for Google PPC, LinkedIn PPC and CPA programs on various ad networks; manage SEM agency.
  • Social Media. Maintain HumanConcepts Twitter and LinkedIn Corporate feeds; manage HumanConcepts blog.
  • Email Marketing. Strategize outbound campaigns and data segmentation, write and design email creative, test, optimize and analyze campaign results in Marketo/Salesforce systems.
  • Analytics. Run campaign, lead and opportunity reports in Salesforce; analyze Google Analytics (visits, keywords, time on site) to optimize related PPC campaigns.
  • Content Creation. Create and copy edit site copy, industry whitepapers, news releases, presentations, webinar abstracts, outbound email, e-newsletters, direct mail, Social content.

SENIOR MANAGER ECOMMERCE | MINDJET, 2007-2009 

Key Accomplishments

  • Responsible for $10 million in annual bookings via six online stores in Americas, Europe, UK and Asia Pacific.
  • Set company quarterly record of $3.2 million bookings on spring 2007 product launch; consistently met quarterly numbers.
  • Successfully launched seasonal integrated Web-online promotions, generating $50,000-$100,000+ incremental bookings each instance. 
  • Worked as one-man "in-house agency" conceptualizing, writing, sending and analyzing revenue-generating email campaigns.

Responsibilities

  • Online eCommerce – Reporting, Analytics and Forecasting. Tracked daily sales, analyzed bookings trends, forecast monthly and quarterly revenue by stores/GEOS for Finance.
  • Online eCommerce – Store Operations, QA and Optimization. Implemented new stores, products for sale, up-selling, cross-selling and cart improvements on multiple platforms (in-house, Digital River, NetSuite); tested major product releases for English, French, German and Japanese stores with Product Management, Engineering, IT and QA groups.
  • Customer Marketing – E-mail to Social Media. Managed email campaigns to drive direct bookings and customer acquisition in Americas/Asia Pacific; synced efforts with viral programs on Facebook, Twitter and corporate blog.
  • Database Marketing. Drafted queries for DBAs, pulling customer segments from in-house databases; analyzed results to optimize campaigns.

 

MANAGER DIRECT MARKETING | MCAFEE, 2003-2006 

Key Accomplishments

  • Increased quarterly e-mail bookings from $500,000 to $2.5 to $3 million.
  • Helped achieve $35 to $40 million quarterly bookings from all initiatives: e-mail, website, renewal, online customer acquisition.
  • Assumed total "in-house agency" responsibility for conceptualizing, implementing, tracking and analyzing 100+ e-mail and site campaigns per quarter.
  • Implemented four successive upgrade launches to McAfee installed base, 2003-2006, annually upgrading 24-30% of users.
  • Researched, edited and created virus alerts, quarterly e-newsletters, customer advisories.

Responsibilities 

  • Direct Sales E-mail. Creation, deployment, analysis and optimization of e-mail campaigns targeting active and expired customer bases; customer database mining and analysis; 3rd party promotional tie-ins; contests and sweepstakes.
  • Direct Sales Website. Seasonal promotions, Upgrade Center expansion, product expiry flows, Linkshare affiliate landing pages-promotions.
  • Customer Acquisition & Conversion. Online media buys (e.g., $300,000 quarterly plans with CNET), strategy and analysis; trial distribution and conversion.
  •  E-commerce Optimization. Purchase tracking; in-cart up-selling and cross-selling; customer account maintenance.
  • Creative Design & Execution. Concept, copywriting and creative lead on HTML e-mail; site and online store optimization; product detail pages; Upgrade Center. Content consistently leveraged for worldwide GEO territories. 

DIRECTOR OF MARKETING | ICONOCAST, 1999-2002

Key Accomplishments

  • Convinced 1,000+ attendees to sign up for successive Web Attack! e-marketing conferences ($1,000 average registration) in San Francisco and New York City using a concentrated barrage of guerilla marketing, direct marketing, online advertising and viral marketing.
  • Helped build readership circulation from 30,000 to 50,000 using viral marketing, customer acquisition, CRM and affiliate channels.
  • Edited, wrote, researched and helped maintain the highest standards and cachet for e-marketing industry's best-loved online publication.

Responsibilities

  • Corporate & Consumer Internet Marketing. Creation, deployment and analysis of e-mail, rich media, affiliate, guerilla and viral direct marketing campaigns; audience development and retention; online surveys and contests; SEO; design of sales and marketing collateral.
  • PR, Direct Sales & Business Development. Press liaison and spokesperson; newsletter advertising sales; direct sales of ICONOCAST-branded products (e.g., ICONOMAP Internet statistics guide); brokerage of corporate partnerships and affiliations.
  • Media Planning, Budgeting, Negotiation & Analysis. Online & offline ad buys, including websites, e-mail newsletters, search engines and B2B print publications.
  • Management. Supervision of graphic designers, website development, PR and design agencies.
  •  Tradeshow & Event Management. Supervision of Web Attack! and ICONOCAST Live! corporate events.
  • Website & Online Advertising Management. Page and microsite design, administration of DoubleClick DART ad system, ad trafficking and analysis.
  • ICONOCAST Newsletter Copywriting, Research & Editing

Advertising-MARKETING Manager | METACREATIONS, 1993-1998

Key Accomplishments 

  • Secured high-profile media advertising placements, consistently scoring highest "Reader recall" numbers in Harvey readership surveys.
  • Annually saved estimated $200,000-$300,000 (20%-30%) off media contracts—trade, consumer and channel publications, factoring in added merchandising, premium positioning, bonus pages, Web banners.
  • Launched targeted, integrated marketing campaigns for award-winning graphics products, including Kai’s Power GOO, Bryce, Kai's Power Tools.
  • Created online contests and promotions, earning thousands of qualified leads at minimal expense.
  • Improved ROI ($4-to-$1 average) on catalog advertising.

Responsibilities 

  • Media Planning, Negotiation & Analysis. $2 million annual print, Web and catalog budgets for 2D/3D graphics, illustration and video product lines; supervision of Web advertising agency.
  • Design Concepts & Creative Strategy. Print/online ads for consumer, trade, catalog and sales channel media, online contests and campaigns.
  • Consumer & Corporate Positioning, Copywriting. Product packaging, direct marketing, advertising, Web banners, press releases, resale flyers, sales flyers, direct mail, annual reports, why-to-buy statements, product launch positioning strategy.
  • Customer Database & List Management. Supervision of list broker, acquisition of direct marketing names.
  • Tradeshow & Event Marketing. Management, sponsorship solicitation, retail sales.
  • Presentations. Creation of corporate presentations for Executive Committee meetings, IPO roadshow.

EDUCATION: San Francisco State University, Broadcast Communications (B.A.), Journalism (Minor)

 

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